ANNUAL REPORT 2020 Tourism is Vital to Milwaukee's Future
CONTENTS 2
Letter from Peggy Williams-Smith, President & CEO
4
Letter from Omar Shaikh, Board Chair
6
Mission
8
In Gratitude to Our Partners
10
VISIT Milwaukee 2020: By-the-Numbers
12
Reimagining Destination Sales & Marketing for Pandemic Times
16
Milwaukee’s COVID Response
19
Keeping Milwaukee on the Global Stage
24
Milwaukee’s Economic Resilience & Pandemic Recovery
27 Financials 28
Leadership
VISIT MILWAUKEE | 1
A MESSAGE FROM
THE PRESIDENT & CEO
Dear Partners, Without question, 2020 was a year we hope to never repeat. What was anticipated to be one of the highest impact travel and tourism years on record for Milwaukee ended up being something entirely different due to the COVID-19 pandemic. 2 | ANNUAL REPORT 2020
Exterior rendering of the Wisconsin Center Convention expansion
Despite it all, I am filled with gratitude,
We have an ambitious plan to bring record
optimism and energy for our community and
levels of travel and tourism business back to
all that lies ahead. VISIT Milwaukee is led by
our region. Even though it will take time, we
a skilled and experience-obsessed destination
are purposeful in our approach to:
sales and marketing team who every day are creating exciting new ways to market our
� Promote the region as an ideal
region on a national and international scale.
four-season destination to drive
I am so grateful to be part of this team, and
short-term hotel bookings.
to work with our nearly 600 partners and
� Drive longer-term convention
our broader community who individually and
and meeting bookings to fill the
collectively make Milwaukee shine.
Wisconsin Center.
We were on an incredible runway coming
� Elevate the diverse and culturally
out of 2019, with over 29 million visitors
appealing aspects of our community
bringing a total of $5.9 billion into the
so all businesses can benefit from our
Greater Milwaukee area (up 3.5 percent over
tourism economy.
2018) and supporting 53,200 full-time jobs. Although the pandemic was difficult for
I love Milwaukee. I was born here, went to
everyone, there is no doubt the impact on
school here, and built my over 30-year career
our tourism and hospitality industry was
here. It is an honor of a lifetime to lead this
devastating. More than a quarter of those jobs
mighty organization. As I do, I am especially
were lost. Visitor spending was down 37%.
grateful to our board of directors for their
State and local taxes from tourism
guidance and support always, but especially
were down 37%.
this past year. Soon we will celebrate the
EVEN A PANDEMIC CANNOT ERASE THE HEART AND SOUL OF THIS CIT Y OR ITS PEOPLE. But even a pandemic cannot erase the heart
incredible contributions of Omar Shaikh to
and soul of this city or its people. While travel
VISIT Milwaukee as he retires as chair of our
and tourism took a blow, we are on our way
board of directors after five years of service.
to brighter days. I am abundantly optimistic
He is arguably one of – if not the – biggest
that vaccine progress coupled with loosening
advocates for this city, infusing everything
restrictions will spur more visitors and locals
he does with positivity, ingenuity and
alike to get out and enjoy all Milwaukee has
inclusiveness. Thank you, Omar.
to offer for a night, a weekend or longer. We
And thank you to our team and our
are already seeing this happen, with new
partners. I look forward to seeing all of you
flights coming to the market, increased hotel
soon in our bustling hotel lobbies, full theater
occupancy and improving restaurant trends.
houses, booked restaurants, lively music
Our partnerships with Travel Wisconsin
festivals and rowdy sports events.
and the Wisconsin Center District continue to strengthen, with each organization playing unique and vital roles to our region’s success. The Wisconsin Center expansion will be a strategic asset as we market Milwaukee as one of the United States’ most modern and desirable meeting and convention destinations. I cannot wait until we break
Sincerely,
ground on this transformative development
Peggy Williams-Smith
for our city. VISIT MILWAUKEE | 3
A MESSAGE FROM
THE BOARD CHAIR ➞
DEAR PARTNERS,
Even though 2020 felt at times like a gut punch on repeat, we are on our way to recovery. The resilience, heart, innovation and collaboration demonstrated by our partners and the entire community during the COVID-19 pandemic was truly something. I am so proud to be a Milwaukeean. As chairman of VISIT Milwaukee for the past five years, and a board member for five years, I have had a front row seat to the vision and work that is driving our community forward. Thanks to the time, effort and investment of so many, Milwaukee is in the conversation in new and bigger ways. Foodies, suits, sports nuts, creatives, nature enthusiasts, watersports afficionados, beer connoisseurs, explorers, dreamers, thinkers… there is more than something for everyone in Milwaukee. And that’s the key: everyone. Core to our strategy at VISIT Milwaukee is ensuring our
venues all took a devastating hit during the
robust tourism economy benefits our whole
pandemic. Just as quickly as VISIT Milwaukee
community. From the largest hotel and most
pivoted to ensure as many of those survived
prominent restaurant to the artisanal coffee
as possible, we now turn back to the work of
shop and neighborhood gallery, our success
helping our partners and region thrive.
requires an intentional strategy to drive
I am immensely grateful to this community.
opportunity for all who make our city and
You make me a more empathetic leader.
region so exciting.
You inspire me with your ingenuity.
As we work to elevate Milwaukee as a
You challenge me to build a better, more
destination and book larger and more frequent
inclusive Milwaukee. And though our work
group and convention business, the expansion
is never done, I am proud of all that we have
of the Wisconsin Center will be a game
accomplished together. As my tenure on the
changer. With increased meeting spaces, a new
VISIT Milwaukee board ends, you can trust
ballroom, dining amenities, enhanced parking
that I will remain an active partner through
and infrastructure, the expansion effectively
my businesses and an ardent supporter
doubles the square footage of the Wisconsin
through my voice and actions.
Center. And, it will generate meaningful economic development, with the expansion
With gratitude,
projected to generate $12.6 billion in spending
Omar Shaikh
over the next 30 years. It has been humbling to work alongside my fellow board members, partners and the VISIT Milwaukee team during my time as chairman. But I have never been prouder than during the past year as the team stood as a forceful advocate for the businesses and people who drive our travel and tourism economy. Hotels, restaurants, bars, entertainment and cultural 4 | ANNUAL REPORT 2020
"VISIT Milwaukee is a best-in-class category winner in my mind. I constantly hear what an amazing job our convention and visitors bureau does compared to others across the United States. Thank you to VISIT for hunkering down and leading a team and city to find solutions in a very difficult climate." TARA WURTZ, DIRECTOR OF SALES AND MARKETING CAMBRIA HOTEL MILWAUKEE DOWNTOWN
VISIT MILWAUKEE | 5
MISSION THE HEALTH OF OUR COMMUNITY DEPENDS UPON A STRONG TOURISM ECONOMY.
6 | ANNUAL REPORT 2020
VISIT Milwaukee’s mission is to increase the economic impact of tourism for all people in the Greater Milwaukee area. Through sales, paid advertising and earned media, VISIT Milwaukee promotes the region as a premier destination for business and leisure travel. We are the only local organization solely dedicated to marketing Milwaukee on a national and international scale. When meeting planners and travelers are determining their next destination, VISIT Milwaukee makes our city shine and showcases the very best of our community. Tourism is vital to the success and quality of life for our entire community…and our future.
VISIT MILWAUKEE | 7
IN GRATITUDE
TO OUR PARTNERS ➞
NEARLY 600 PARTNERS, including hotels/motels,
We also wanted to acknowledge the perseverance of Potawatomi
restaurants, attractions and businesses rely on VISIT Milwaukee
Hotel & Casino and thank them for their continued sponsorship
to grow their business and contribute to the broader economic
of VISIT Milwaukee during the pandemic. Confronted with a
development of our city and region.
prolonged closure that lasted nearly four months, 2020 was
No question, our partners are the lifeblood of our community.
a devastating year for one of Milwaukee’s largest hospitality
In an exceptionally challenging 2020, our partners made incredible
employers. As one our largest strategic partners, we stand in
sacrifices and all went above and beyond to ensure Milwaukee
solidarity with Potawatomi Hotel & Casino and remain
remains a vibrant place where people want to visit, work and live.
committed as ever to marketing it as one of Milwaukee’s premier
We especially want to thank and recognize our hotel partners.
tourism destinations.
Faced with new and evolving health and safety standards along
In this report, you’ll hear from several partners about the
with staffing and supply chain challenges, their commitment to
challenges faced in 2020 and how their relationship with VISIT
delivering an outstanding guest experience never wavered. And
Milwaukee was essential to weathering the economic storm of
as VISIT Milwaukee rebooked meetings and events for 2021 and
COVID-19. We remain grateful to all of VISIT Milwaukee’s partners
beyond, our hotel partners were flexible, accommodating,
for their passion, generosity, leadership and fierce collaboration.
and essential to getting our region on a path to recovery.
REGIONAL
S TR ATE G I C WAUW A TOSA
xxx
IN GOD WE TRUST
CO R P O R ATE
8 | ANNUAL REPORT 2020
VISIT MILWAUKEE | 9
VISIT MILWAUKEE
2020 BY-THE-NUMBERS There’s no denying the devastating impact of the COVID-19 pandemic on Milwaukee’s tourism, hospitality and lodging industries. VISIT Milwaukee has been vital to moving Milwaukee forward and jumpstarting the region’s hospitality economy.
PA N D EM I C ’ S I M PA CT O N TO U R I S M I N G R EATE R MILWA UKE E A RE A DIREC T VIS ITOR S PENDING TOTALED $2 .081 BILLION TOURISM SUPPORTED
39,653 JOBS
DOWN 26% *
$1.5 BILLION
STATE AND LOCAL TAXES GENERATED $271.9 MILLION FROM TOURISM
LABOR INCOME FROM TOURISM
TOTAL BUSINESS SALES BECAUSE OF TOURISM TOTALED $4.395 BILLION DO W N 2 6 %*
DOWN 30% *
E F F O R TS TO G U I D E R E C O V E RY, S AV E L O C A L BUS INE S S E V E NTS CA NC E L E D
MEETINGS CANCELED
MEETINGS REBOOKED
31
151
60%
10 | ANNUAL REPORT 2020
DO WN 37%*
CREATED
5
CAMPAIGNS TO DRIVE LOCAL SPENDING
76%
VISIT MILWAUKEE PARTNER RETENTION IN 2020
*Year-over-year
“VISIT MILWAUKEE PROVIDED SUPPORT AS AN EXTENSION OF OUR SALES TEAM, PARTNERING ON HOTEL TOURS, MAKING INTRODUCTIONS TO MEETING PLANNERS AND ENSURING OUR MARKETING EFFORTS ON BEHALF OF ELDR+RIME AND THE RENAISSANCE WERE SHARED THROUGH VISIT’S SOCIAL CHANNELS.” Chantal Boncher, Director of Sales and Marketing Renaissance Milwaukee West
VISIT MILWAUKEE | 11
VITAL TO…
REIMAGINING DESTINATION SALES & MARKETING FOR PANDEMIC TIMES
➞
WHEN TRAVEL BUSINESS AND
$2.5 billion into Wisconsin’s economy,
leisure travel came to a halt in March 2020,
including $821 million in restaurant spending
VISIT Milwaukee pivoted and found innovative
and nearly $264 million on lodging.
ways to market the destination and keep partners front and center – and viable for
COLLABORATING WITH PARTNERS
the future.
TO DRIVE HOTEL BOOKINGS
VISIT Milwaukee worked with hotel partners
CAMPAIGNS TO SUPPORT LOCAL
to drive room bookings during the pandemic.
SPENDING & SAVE OUR INSTITUTIONS
This included unique hotel packages, dedicated
The strategic focus of VISIT Milwaukee’s
landing pages, social content and marketing
recent marketing campaigns (Season of
dollars. These types of campaigns helped
Giving, Giving Fest, Milwaukee Hotel Month,
generate over 7,300 hotel bookings in 2020,
Bring It Home) were to drive local spending
keeping Milwaukee’s hotels alive during a
at area hotels, restaurants and businesses.
period of unprecedented downturn. VISIT
According to Longwoods International, local
Milwaukee also connected hotels with city
spending - which was encouraged in the
leaders who sought to provide housing and
campaigns - helped keep many hospitality
linens for the homeless, a program that
businesses afloat. In 2020, local spending from
successfully kept many from sleeping on
both visitors and Milwaukeeans infused
the streets.
12 | ANNUAL REPORT 2020
A Hoan Bridge light show celebrated Giving Fest's finale and over 100 events that gave back to the city.
SHOWCASING MILWAUKEE DURING
STRATEGICALLY POSITIONING
NATIONAL CONVENTION (DNC)
DESTINATION
AN ALL-VIRTUAL DEMOCRATIC
MILWAUKEE AS A SPORTS
The DNC presented a marquee opportunity to
Sports-related events and travel are returning
feature Milwaukee as a premier destination to
faster compared to other segments.
political influencers, delegates, media, corporate
To continue strategically positioning
sponsors, meeting planners and beyond. When it
Milwaukee as a sports destination, VISIT
became clear the DNC would be moving virtual,
Milwaukee established Sports Milwaukee to
VISIT Milwaukee devised a robust strategic
bring even more major professional, amateur
marketing activation to bring the city to DNC
and youth sports events to the region. In just
attendees virtually. From 32 brand new videos
the first four months of 2021, sports tourism
to hundreds of customized gift boxes, engaging
has generated over $8 million in economic
social media content, earned media pitches and
impact for the city.
beyond, Milwaukee remained in the public eye
leading up to and during the DNC.
The Wisconsin Center hosted Wisconsin Junior Volleyball, the first post-pandemic sports event.
200+ MILLION PAID MEDIA IMPRESSIONS
4.5 MILLION
VISITORS TO VISITMILWAUKEE.ORG SINCE 2018
3 ,5 4 9 HOT E L RE F E RRA L S FR OM VISITMILWAU KEE. OR G IN 2020
523 MILLION EARNED MEDIA IMPRESSIONS GARNERED DURING THE DNC
VISIT MILWAUKEE | 13
“USA FENCING HAS HAD THE PLEASURE OF HOLDING SUCCESSFUL EVENTS IN MILWAUKEE OVER MULTIPLE YEARS. WE HAVE PARTNERED WITH VARIOUS COMMUNITY GROUPS TO PROVIDE AN OPPORTUNITY FOR MILWAUKEE RESIDENTS TO EXPERIENCE THE SPORT OF FENCING, AND THE SUCCESS OF OUR COMPETITIONS IS DUE TO THE VALUABLE LONG-TERM PARTNERSHIP BETWEEN VISIT MILWAUKEE AND USA FENCING.” Christine Simmons, Senior Director of Sports Operations, USA Fencing
14 | ANNUAL REPORT 2020
“The team at Versiti is extremely grateful for the ongoing generosity of VISIT Milwaukee and its many members. When VISIT Milwaukee learned of the need for blood donations through joint partner Advocate Aurora Health Care, VISIT Milwaukee immediately stepped forward to help – and in a very big way – with the creation of its Hospitality Heroes program. Thanks to VISIT Milwaukee and its members, in 2020 alone, Versiti was able to collect more than 1,100 units of blood, positively impacting the lives of more than 3,000 people in our community.” TARA BLAESING, REGIONAL MANAGER, DONOR RECRUITMENT, VERSITI BLOOD CENTER OF WISCONSIN
VISIT MILWAUKEE | 15
VITAL TO…
MILWAUKEE’S COVID RESPONSE ➞
GIVEN VISIT MILWAUKEE’S REACH
VISIT Milwaukee’s dedicated coronavirus
and mission, we were a vital part of the
website provided a regularly updated list of
region’s COVID response, advocating for
businesses open, health and safety precautions
the hospitality industry, supporting local
being undertaken by the hospitality industry,
businesses and equipping the community with
FAQs for meeting planners and travelers and
critical health and safety information.
more – all of which positioned Milwaukee
as a destination committed to public health
PRESERVING MILWAUKEE’S
and safety.
TOURISM ECOSYSTEM
When the pandemic hit, VISIT Milwaukee’s
SUPPORTING HOSPITALITY WORKERS
priority was ensuring Milwaukee’s hotels,
Milwaukee’s hospitality workers were
restaurants, attractions, meeting venues
among the hardest hit by the pandemic.
and more were viable post-pandemic.
VISIT Milwaukee’s COVID website connected
VISIT Milwaukee secured a $500,000 Travel
unemployed hospitality workers with job
Wisconsin COVID grant which has been
opportunities in the area, including full-
dedicated to advertising Milwaukee as a
time, part-time, same-day/on-demand gigs
premier meetings and convention destination
and more. VISIT Milwaukee also distributed
and a perfect place to take a vacation. We also
50,000 masks around the community and
connected our partners with critical financial
has invested nearly six figures in campaigns
relief information, including grants for movie
supporting the vaccination roll out.
VISIT MILWAUKEE SECURED A $500,000 TRAVEL WISCONSIN COVID GRANT theaters, hotels, live music and entertainment
STANDING WITH OUR COMMUNITY
venues and small businesses. Our $100,000
VISIT Milwaukee stood shoulder to shoulder
investments in campaigns such as Giving Fest
with our community, supporting essential
and Hotel Month provided direct funding to
workers and community healthcare providers.
local businesses and hotel partners.
Our First Responders Hotel Rates program
connected healthcare workers – many of
TRUSTED SOURCE FOR
whom were vulnerable to COVID exposure
COVID INFORMATION
and felt uncomfortable going home after
As the COVID situation evolved in Wisconsin,
shifts - with a comfortable and affordable
VISIT Milwaukee was the go-to source for
place to sleep. And, our Hospitality Heroes
information, especially for its partners.
Blood Drives provided healthcare providers
VISIT Milwaukee’s CEO Peggy Williams-Smith
with blood donations when the supply was at
participated in weekly public health task force
an all-time low.
meetings to fiercely advocate for partners and drive strong collaboration between the tourism industry and the Milwaukee Public Health Department. Critical updates from the task force were shared with partners through real-time email communications and weekly webinars. 16 | ANNUAL REPORT 2020
166,419
VISITS TO COVID SECTION OF VISIT WEBSITE
144
ARTICLES IN WHICH VISIT MILWAUKEE ADVOCATED FOR ADOPTION OF THE COVID VACCINE
73
TOTAL WEBINARS PRODUCED BY VISIT MILWAUKEE FEATURING COVID UPDATES AND RESEARCH
3,000
MILWAUKEEANS IMPACTED BY HOSPITALITY HEROES BLOOD DRIVES Top: Peggy Williams-Smith and Steve Baas speak to media at Citgo Mask Giveaway Left: Hospitality Heroes Blood Drive at The Cooperage Right: First Responders Lunch
VISIT MILWAUKEE | 17
18 | ANNUAL REPORT 2020
VITAL TO…
KEEPING MILWAUKEE ON THE GLOBAL STAGE ➞
PRE-PANDEMIC, Milwaukee was
media placements on Milwaukee in the last
enjoying a widely shared and revered reputation
three years, reaching millions of prospective
as one of the “coolest” cities in the U.S. VISIT
visitors across the globe.
Milwaukee is vital to ensuring the national
In 2021, VISIT Milwaukee will host the
conversation about our region stays strong
Society of American Travel Writers (SATW),
among leisure travelers and meeting planners.
one the largest and most prestigious travel
VISIT Milwaukee’s communications team
writer groups in North America. VISIT
is cultivating relationships with top-tier
Milwaukee is working with more than 100
press outlets such as CNN, New York Times,
local partners to show off the best of the
Condé Nast Traveler, Wall Street Journal along
city during the SATW convention, which is
with meeting industry trade media. From
estimated to generate upwards of 180 million
securing interviews to organizing customized
earned media impressions from potential
press visits to providing recommendations,
leisure and business travelers.
information and data, VISIT has secured 2,000
EARNED MEDIA IMPRESSIONS LEISURE
SINCE 2017
IN 2020
MEETINGS & CONVENTIONS
2.4 BILLION 78.4 MILLION 711 MILLION 9.9 MILLION
4 TRAVEL WRITER CONFERENCES HOSTED:
BRINGING 993 INDEPENDENT TRAVEL WRITERS SINCE 2015
250+ T RAVE L PRE SS VI SI T I NG I N 2021- 22
VISIT MILWAUKEE | 19
TOP MEDIA
HITS IN 2020
DESTINATION SPOTLIGHT: THE BIG BUZZ IN MILWAUKEE – MEETINGS TODAY, MARCH 2020
20 | ANNUAL REPORT 2020
25 BEST PLACES TO VISIT IN 2020 – FORBES, 12/ 19/2019
10 BEST BEER SCENES YOU SHOULD EXPERIENCE IN 2020 – USA TODAY 10 BEST, 12/30/2019
VISIT MILWAUKEE | 21
“VISIT Milwaukee has always been a valuable partner for us. Being a historic cocktail lounge that depends on outof-town visitors (but is located far away from the usual tourist attractions), it is vital that we get our story out to as many people as possible. VISIT Milwaukee helps us amplify our voice to tell our unique Milwaukee story to the world using print, social media and their connections to the world of food and travel writers. During the Coronavirus pandemic, VISIT Milwaukee’s importance has was underscored as they became a partner and advocate for the hospitality industry in Milwaukee. Whether they were disseminating information or holding meetings with local authorities to gain a better understanding of regulations and best practices, VISIT Milwaukee has truly been on the front line helping to save our businesses and our industry.” JOHN DYE, OWNER BRYANT’S COCKTAIL LOUNGE AND AT RANDOM
22 | ANNUAL REPORT 2020
“VISIT Milwaukee has been critical to Menomonee Valley Partners in leveraging our assets and attracting more visits to our growing tourism destination. This last year of the COVID pandemic really demonstrated what a crucial resource VISIT Milwaukee is for neighborhood organizations." COREY ZETTS, EXECUTIVE DIRECTOR MENOMONEE VALLEY PARTNERS
VISIT MILWAUKEE | 23
VITAL TO…
MILWAUKEE’S ECONOMIC RESILIENCE & RECOVERY ➞
AS THE VACCINE ROLLOUT continues,
VISIT Milwaukee is well-positioned to capture and welcome returning leisure and group travelers. VISIT Milwaukee has a strategic roadmap in place to accelerate the region’s recovery, driving bookings and supporting local businesses and the community. CAPTURE SHORT-TERM HOTEL BOOKINGS
According to Longwoods International, 88% of American travelers have plans to take a trip in the second half of 2021 and Destination Analysts reports that leisure travel could return to 2019 levels as early as 2022. VISIT Milwaukee is continuing to promote the region as an ideal four-season destination with targeted content, advertising and promotions. For groups eager to reschedule their events, the VISIT Milwaukee sales team is working to rebook them as quickly as possible. To date, 106,842 rooms have already been rebooked for 2021-2022. FILL EXPANDED WISCONSIN CENTER In 2020, Wisconsin Center District secured $419 million in funding for the much-anticipated expansion of the Wisconsin Center. The convention center’s expansion
SUPPORT COMMUNITY,
completion is well-timed; experts like the
DIVERSITY & INCLUSION
American Hotel & Lodging Association predict
We know the more cohesive we are as a
business will begin to normalize in 2024.
community, the more attractive we are to
VISIT Milwaukee’s deeply experienced
meeting planners and association executives.
sales and marketing team is ready to fill the
VISIT Milwaukee is committed to not only
expanded center with meetings and events,
fostering a diverse, equitable, accessible
solidifying a strong pipeline of future
and inclusive environment within our
bookings and economic impact. To support
organization, but working to spread the
long-lead bookings, VISIT Milwaukee’s new
benefits of tourism to all people in Greater
meetings campaign positions Milwaukee as
Milwaukee area. We do this by telling
a bold, modern, innovative and experience-
the complete story of how wonderfully
obsessed meeting destination. And in 2021,
diverse our city is with our marketing and
VISIT Milwaukee’s sales team has resumed
communications, supporting our diverse-
attending in-person tradeshows and meeting
owned businesses and working to ensure our
with planners to promote the Wisconsin
partners reflect the demographic makeup of
Center expansion.
our city.
24 | ANNUAL REPORT 2020
The Unique Unites Ad Campaign showcases the Wisconsin Center Convention Expansion
118
FUTURE GROUPS/ CONVENTIONS BOOKED
151,507 ROOM BOOKING GOAL 2022-2026
56%
INCREASED MEETINGS & CONVENTION ADVERTISING BUDGET OVER 2019
VISIT MILWAUKEE | 25
26 | ANNUAL REPORT 2020
FINANCIALS ➞
VISIT MILWAUKEE OPERATES as a service to the
As travel ground to a halt in March 2020, the impact on the
community and exists to generate economic impact through travel.
hospitality industry was immediate and far-reaching. With
We are responsible stewards of the funds we receive from hotel
payments deferred and reduced funding resources down, we took
occupancy taxes, public funding, membership dues, program
measures to reduce overhead, staffing and operating costs without
revenue and more.
impacting our ability to stay competitive and focus on sales and
No question, 2020 was exceptionally challenging from a
marketing. Our total operating budget in 2020 was $6.4 million,
financial perspective. Direct visitor spending totaled $1.33 billion in
down 34% compared to 2019. Looking ahead, we are committed to
Milwaukee County, down 39.32% from 2019. And, state and local
investing in our tourism marketing while being fiscally responsible
taxes generated from tourism totaled $176.9 billion in Milwaukee
as the hospitality industry recovers.
County, down 32% from 2019.
2020 FUNDING ■ ■ ■ ■ ■
83.6% 6.4% 3.2% 6.1% 0.6%
Hotel Occupancy Taxes & Public Funding Partner Dues & Programs Program & Service Revenue Marketing Sponsors & Ad Sales Other
2020 SPENDING ■ ■ ■ ■ ■
83.5% 6.1% 3.7% 5.3% 1.2%
Convention Sales & Destination Marketing Communications Convention Services Administrative Partnership
VISIT MILWAUKEE | 27
LEADERSHIP
VISIT Milwaukee’s leadership team brings more than 80 years of combined tourism and hospitality experience, as well as strong involvement in community and industry organizations. Our team is well-regarded as among the best in the industry having received recognitions from Tempo Milwaukee, Milwaukee Business Journal, the Wisconsin Governor’s Council on Tourism and more.
SENIOR LEADERSHIP
Peggy Williams-Smith President & CEO
Megan Suardini Chief Marketing Officer
Brittany Korth Director of Event Experience
Claire Koenig Communications Director
28 | ANNUAL REPORT 2020
Leslie Johnson Vice President of Sales
Charlotte Hayslett Vice President of HR
Luis Ayala Vice President of Finance
Meg McKenna Partnership Director
SALES
Christina Fox Convention Sales Coordinator
Megan Husband National Account Executive
Lauren Hyps Associate Director of Sales
Erin Keedy National Account Executive
Connie Kopecky Account Executive
COMMUNICATIONS
Laura Lutter Cole National Account Executive
Marissa Werner Director of Sports Development
Michaela Beal Social Media Coordinator
John Blust Communications Coordinator
Cathy Kreiter Marketing Coordinator
Kathryn Lavey Senior Creative Manager
Alex Zimdars Graphic Designer
Lindsey McKee Communications & Group Tour Manager
Jake Meister Leisure Communications Manager
MARKETING
Mose Coffee Digital Marketing Manager
EVENT EXPERIENCE
Emily Boulden Event Experience Coordinator
Andrew Knuth Event Experience Manager
PARTNERSHIP
Tony Snell Visitor Experience Manager
Bryan Kubel Partnership Sales Manager
Ann-Marie Parker Staff Accountant
Der Vang HR Specialist
Maria Strand Partnership Coordinator
ADMINISTRATION & FINANCE
Ruthie Barrie Executive Assistant
Lesa Edwards Staff Accountant
VISIT MILWAUKEE | 29
BOARD OF DIRECTORS VISIT Milwaukee is guided by an increasingly diverse Board of Directors comprised of Milwaukee’s hospitality leaders, elected officials, community influencers and more. We are grateful for their support and ongoing commitment to building a better Milwaukee.
OFFICERS
Omar Shaikh Chair SURG Restaurant Group
Dr. Eve M. Hall Incoming Chair Milwaukee Urban League
30 | ANNUAL REPORT 2020
Steve Baas Vice Chair Metropolitan Milwaukee Association of Commerce (MMAC)
Jim Villa Treasurer/Secretary National Association for Industrial & Office Parks (NAIOP)
Peggy Williams-Smith President & CEO VISIT Milwaukee
Luis Ayala Assistant Secretary VISIT Milwaukee
Rafael Acevedo City of Milwaukee
Danielle Bergner J. Jeffers & Co.
Kate Braasch Marquette University
Marty Brooks Wisconsin Center District
Kathy Causier Wauwatosa Common Council
Grady L. Crosby Johnson Controls
William J. Davidson Harley-Davidson Museum
Brian Dranzik Milwaukee Mitchell International Airport
Michael Evans Marcus Hotels & Resorts
Mark Flaherty Jackson Street Holdings
Kristine Hillmer Wisconsin Restaurant Association
Tracy Johnson Commercial Association of REALTORS® Wisconsin
James Kanter Central Standard Craft Distilling
Curt Kluth Saz's Hospitality Group
Lynda Kohler SHARP Literacy
Jeremy Lucas Milwaukee County Parks
Tom Malloy Potawatomi Hotel & Casino
Dennis McBride Mayor of Wauwatosa
Arlisia E. McHenry Milwaukee Common Council
Rose Murack Radisson Hotel Milwaukee West
Kevin Newell Royal Capital
Kathleen O’Leary Wisconsin State Fair Park
Jason Rae Wisconsin LGBT Chamber of Commerce
Gerard A. Randall, Jr. Milwaukee Partnership Academy
Maxx Rodriguez Milwaukee Brewers
Sarah Smith Pancheri Milwaukee World Festival, Inc.
Howard Snyder Northwest Side Community Development Co.
Beth Weirick Milwaukee Downtown, Bid 21
Melissa Weiss City of Wauwatosa,
Chuck Wikenhauser Milwaukee County Zoo
VISIT MILWAUKEE | 31
32 | ANNUAL REPORT 2020
VISIT MILWAUKEE | 33
